Writing a design rationale

As a designer it's important to be able to communicate with your client on a deeper…level when you present ideas. It's not just show and tell.…Design is more than merely a visual esthetic.…It should have a coherent thought behind it, too.…The easiest way to relay this type of narrative is to write a simple design…rationale for each logo direction you've created.…A design rationale will help a client see the full potential of where a design…direction may lead and how the logo will help position and market themselves more effectively.…

It might also reveal more subtle forms of conceptual meaning within a design and…help them understand the graphic from a whole new perspective.…Remember, your up-front research should give you a good insight into your client's…perceptions and the audience they're trying to reach.…And from that, you'll want to formulate your design rationale.…Here are two design rationales I used with my own clients.…The first one is a logo identity I created for a health care center.…

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Released

6/28/2013

Avoid pitfalls, improve your design process, respond to demanding clients, and solve the creative problems that are involved in creating a logo. In this course, Von Glitschka shows you how to take care of the nitty-gritty, like quotes and contracts, and critical design decisions involved in building a brand identity package. Learn to define your client's expectations before the project begins with customer briefs and mood boards. Find out what the attributes of a great logo are, where to look for inspiration, and how to use sketches to propel you through the design process. Then Von turns to the business side and explains how to present your designs to clients and follow up on both positive and negative feedback. Finally, learn how to launch the logo and develop a narrative that will keep the visual style of the brand intact in the future.